SlideShare a Scribd company logo
Presented By:

                                                                   Issue 3 - July 2012




  Welcome to the third edition of Startup Outlook, 360i’s guide for how brands can better
  evaluate emerging technologies and platforms. This issue features five companies from the
  portfolio of Greycroft Partners, a venture capital firm investing in some of the world’s most
  notable digital media companies. To learn more about how Greycroft works with startups and
  how its companies connect with marketers, read our interview with Greycroft Co-Founder &
  Partner Ian Sigalow at the end of this report.

  If you have feedback, or if you represent a startup and want to be considered for a future
  edition, contact us at startup@360i.com.
                                                                                                         tweet this



Meet the Startups
Each Startup Outlook report measures five select companies against the evaluation criteria outlined in 360i’s
Startup Scorecard. To suggest a startup for inclusion in future updates, contact us at startup@360i.com.




 StartupScorecard                                              Here is 360i’s qualitative Startup Scorecard, presenting
                                                               the four criteria to use when evaluating startups:


  Value: What consumer and brand needs does the                Applicability: Which brands or verticals would ?nd
  technology facilitate? If a consumer application, why        the startup most relevant? Even the hottest startups
  would consumers use this, and why would brands               aren’t right for every brand. Some startups are more
  even consider participating? If the value is high for        applicable for a certain season, campaign or goal.
  consumers, brands will want to ?nd a way to get
  involved.


  Prominence: How can the brand stand out and create           Ingenuity: What is exciting right now? In some cases,
  its own experience? A rotating banner ad within a site       a brand will seek out ingenuity because it’s looking to
  or application won’t give the brand a prominent hook,        attract media attention and get recognized as an
  while sponsorships, white label offerings and product        innovator. It’s also important to discern whether the
  integration will score high here.                            offering is truly unique, or if there are more established
                                                               competitors with similar offerings that can better
                                                               achieve a marketer’s goals.




                                                           1
Adly     www.adly.com

?	   Value: Adly provides a distribution channel where marketers can serve messages through people on
     Twitter with at least 150,000 followers. For instance, an advertiser can pay to have rap artist Snoop
     Dogg or television star Tori Spelling tweet branded messages on his or her behalf. Advertisers should
     consider this akin to a media buy, as marketers pay based on the reach of the promoters. Note that
     360i does not advise buying into Adly’s messaging around calling these promoters “influencers,” as
     Adly should not be seen as a replacement for or component of an influencer marketing program. This
     is a pay-per-post model (sometimes called “sponsored conversations”), which may be effective in
     generating views and clicks – and perhaps even conversions. Still, it is far different from one-to-one
     outreach designed to generate earned media. Instead, the sponsored Adly posts are all labeled as
     ads, and they should be planned and bought as such.

?	   Applicability: Brand marketers will be most interested in Adly, but for the right sale or product launch,
     it’s possible to craft promotions that will generate direct revenue along with clicks. Adly will generally be
     used to generate awareness, interest, and engagement.




                         Sample Adly placement by hip hop artist Snoop Dogg for Toyota. - adly.com



?	   Prominence: With Adly, ads take the form of a tweet, so the advertiser will be exclusive within a given
     post. Like any tweet, however, it will compete with all other Twitter activity viewed by a given user,
     including the increasingly frequent and prominent ads brokered through Twitter itself.

?	   Ingenuity: Adly is arguably the best known and most established business focusing on sponsored
     conversations through Twitter. There are others, such as Sponsored Tweets by Izea, which has
     celebrities like Paris Hilton and Mario Lopez, but also lower-reach promoters. Adly’s selectivity of
     promoters should make it a safer bet for large brands.



                                                            2
Livefyre       www.livefyre.com

?	   Value: Livefyre, which calls itself a “real-time conversation platform,” is a commenting engine for blogs
     and websites. Instead of simply allowing readers to comment on content, posts on sites using Livefyre
     will incorporate public comments people share through social networks like Facebook and Twitter,
     with comments updated in real-time. People can also tag their friends from their social networks within
     comments, and share comments back through their networks.




                               The Livefyre conversation platform aggregates conversations
                                      across platforms in one central thread. - GigOM



?	   Applicability: Media and entertainment companies are Livefyre’s primary customers, but any
     brand creating content that incorporates comments could be interested.

?	   Prominence: The enhanced Livefyre Professional version, which would be the likely choice
     for any major brand (as opposed to the free version), allows for various forms of customization.
     For users though, all that matters is that it works, and it has an intuitive interface that enables
     people to easily comment using logins from other properties such as Facebook and Google.

?	   Ingenuity: There are many commenting platforms, with Disqus the closest competitor to
     Livefyre. The key differentiator for Livefyre is including live comments from social networks in
     line with other comments on the post. This in turn makes the site hosting such posts feel even
     more vibrant and current.



                                                           3
Media Armor           www.mediaarmor.com

?	   Value: Media Armor unifies data across channels, including mobile, online, email, in-store and
     catalogs. As such, consumers can then be reached through mobile display advertising that’s targeted
     to their profiles. This should appeal to marketers who have had a difficult time targeting their audiences
     through mobile channels and linking that activity to other online and offline behavior.

?	   Applicability: Media Armor’s solution holds broad applicability across advertisers. Campaigns can be
     run for both retention and acquisition goals. The key metric it focuses on is return on advertising spend
     (ROAS).

?	   Prominence: The goal for Media Armor will be scale, as media is bought on a CPM basis. In doing so,
     that means Media Armor will amass as much inventory as possible across a range of sources: direct
     publishers, supply-side platforms, ad networks and ad exchanges. Prominence thus is not the goal,
     though Media Armor does need to ensure its ads are noticed.

?	   Ingenuity: Media Armor is addressing a problem that marketers probably don’t think can be solved.
     There are other approaches emerging to identify consumers across channels, such as identifying
     various devices using the same WiFi network. Some of those approaches often come into conflict with
     marketers’ privacy standards, so it’s important for marketers to fully understand how such technologies
     handle personally identifiable information (PII).



Pulse      www.pulse.me

?	   Value: Pulse is a popular news reading application for mobile devices and tablets; it had 11 million
     users as of the start of the year and continues to grow rapidly. Pulse considers advertising just another
     form of content. On Pulse, news sources (generally from top publishers and blogs) appear in rows,
     and users scroll across the rows to read story thumbnails. Clicking a story opens it so that readers can
     access some or all of it within the app; some publishers direct readers to their sites to read the full story.
     Ads can appear like any other news story, with an initial thumbnail and headline that expands to richer
     content. Ads can be targeted to specific publishers.

?	   Applicability: The ads within Pulse tend to be a better fit for brand marketers, as the best performing
     ads will likely be those that readers consider a welcome addition to the editorial content.

?	   Prominence: Ads appear as part of the content stream, so the initial exposure is limited to the image
     and headline. From there, brands can create customized content that resembles other stories with text,
     images and video. Like other Pulse content, ads can also be shared on Facebook and Twitter, giving
     ads the potential for broader exposure.




                                                         4
?	   Ingenuity: There are other mobile news readers, but Pulse continues to win over fans with its intuitive
     design optimized for touchscreen devices. The big difference this year is that ads are now part of the
     content mix, with Pulse joining Facebook, Twitter, Tumblr and others in offering native formats rather
     than standard banner ad units. As targeting, planning and reporting offerings evolve, this should benefit
     both Pulse’s advertisers as well as its readers.




                             Pulse interface showcasing content across a range of publishers. -
                                                        Mashable


uSamp        www.usamp.com

?	   Value: uSamp is a technology-driven market research company that can deliver surveys to an online
     panel of up to 8 million respondents worldwide. It also powers Instant.ly, a self-service survey builder
     with on-demand panel access. Using Instant.ly, marketers can create polls that are shared with their
     own audiences, whether it’s emailing customers or sharing the link socially. Marketers can also pay
     for credits on the site to get instant answers from specific demographic and geographic targets.
     Responses can arrive within seconds.

?	   Applicability: Given that it’s a market research service, uSamp is used by a diverse array of brands
     spanning a wide range of verticals.

?	   Prominence: Brands run their own custom market research campaigns. While brands can add logos
     to surveys, marketers will often prefer to remain anonymous, and the value here is the research itself.

?	   Ingenuity: There are many online market research companies, including Google with its Consumer
     Surveys product. uSamp and Instant.ly aim to stand out with a combination of their ease of building
     surveys, speed of responses, detailed respondent information and reporting. There are inherent
     advantages with Instant.ly over Google, such as Instant.ly’s detailed panelist information rather than
     inferred data Google collects from cookies and IP addresses. At the very least, Instant.ly is a strong
     contender for market research needs as it is fast, robust and competitive on price.



                                                             5
Point of view:

Ian Sigalow, Co-Founder & Partner Greycroft LLC

                             A venture capitalist since 2001, Ian has spent his entire career working with
                             early stage technology companies. He currently oversees a number of Greycroft
                             investments, including industry leaders such as Buddy Media, Collective,
                             Extreme Reach and NimbleTV. We spoke with Ian to get his thoughts on today’s
                             startup landscape.




?	   What excites you most about the startup space today? Mobility is the big trend today. You can have
     a full power PC with a dual core processor, touch screen (in any size you want), 4G Internet access,
     250GB of storage and more – all for under $500. The ability to make both your computer and the
     Internet portable is quickly changing user behavior.

?	   How do you identify promise in the startups you ultimately include in your portfolio? What
     are the key attributes you look for? We are old fashioned and judge mostly on customer traction and
     revenues. The day a company becomes profitable is the day that you can sleep better at night.

?	   What advice do you give your portfolio companies when they’re seeking brand partnerships?
     What are some of the main challenges they have voiced in this process? I tell them to go direct
     to a handful of brands and build test cases, ROIs and whitepapers. It can take a long time to sell direct,
     but that is a rite of passage for all startups. The main challenge is that they will get have contact with
     agencies who ultimately want to own the vendor relationships, but that never works in the beginning.
     You have to be able to sell your own product before anyone else can sell it on your behalf.

?	   What’s a great example (or two) of a successful brand partnership with any of your portfolio
     companies? What were the keys to success in these partnerships? The two best cases are Buddy
     Media and Tagman. Buddy Media was able to win a competitive RFP process to get a master contract
     with Unilever and P&G, and then upsold individual brands over time. Tagman has had similar success
     with Virgin in the UK, which unlocked many large brands as well as other competing airlines. The key is
     having an enterprise grade services team capable of helping with implementation and support. There
     is an antiquated model of software in Silicon Valley that believes that all software should be self-service,
     which means it is sold into the enterprise and then the company moves on. That doesn’t work in the
     marketing software space. With the new software approach, the work starts after you win the deal. You
     have to build your company with a significant number of people dedicated to client success.




                                                        6
?	   What are the top media and technology trends that marketers and agencies should pay
     attention to?

     1.	 Over the next decade I expect the CMO/CIO will purchase more software than the CTO. This is
        coming from a large shift in PR budgets and paid media spend into tools and technology.

     2.	 Consumers are more knowledgeable now than ever before. As a brand there is always an incentive
        to maximize profit by cutting corners in product development or using less expensive components.
        Unfortunately, people know what is inside everything they buy today. You may have a reputation for
        quality, but it only takes one inferior product to get stuck in the penalty box for years.

     3.	 The large agency holding companies need to diversify their revenue base away from paid media
        and into other forms of value added services. As media becomes 100 percent digital it also
        becomes significantly more complicated, which will favor smaller companies and tech-driven
        enterprises.




                          Sign up to receive monthly Startup Outlook updates at www.startupoutlook.com.
          If you represent a startup and would like to be considered for a future report, please contact startup@360i.com.



            360i.com/insights                    blog.360i.com                            twitter.com/360i        editor@360i.com



                                                   ? 2012 360i LLC. All Rights Reserved




                                                                   7

More Related Content

What's hot

The Brand Marketer's Guide to In-Image Advertising
The Brand Marketer's Guide to In-Image AdvertisingThe Brand Marketer's Guide to In-Image Advertising
The Brand Marketer's Guide to In-Image Advertising
Tony Winders
?
Cake & Socialyse January 2016 Facebook Updates
Cake & Socialyse January 2016 Facebook UpdatesCake & Socialyse January 2016 Facebook Updates
Cake & Socialyse January 2016 Facebook Updates
Cake
?
2016 Q1 Facebook & Instagram Trends(eng)
2016 Q1 Facebook & Instagram Trends(eng)2016 Q1 Facebook & Instagram Trends(eng)
2016 Q1 Facebook & Instagram Trends(eng)
Wisebirds
?
Incentivised Mobile Ad Networks List
Incentivised Mobile Ad Networks ListIncentivised Mobile Ad Networks List
Incentivised Mobile Ad Networks List
Soko Media
?
How to Buy App Install Ads on Google
How to Buy App Install Ads on GoogleHow to Buy App Install Ads on Google
How to Buy App Install Ads on Google
Soko Media
?
2015 social ads at a glance(eng)
2015 social ads at a glance(eng)2015 social ads at a glance(eng)
2015 social ads at a glance(eng)
Wisebirds
?
9 Things I've Learned About Content While Running A Content Agency
9 Things I've Learned About Content While Running A Content Agency9 Things I've Learned About Content While Running A Content Agency
9 Things I've Learned About Content While Running A Content Agency
The Story Lab
?
Getting Right With Your Community
Getting Right With Your CommunityGetting Right With Your Community
Getting Right With Your Community
commandeleven
?
07
0707
2017 Q1 Facebook & Instagram Trends(eng)
2017 Q1 Facebook & Instagram Trends(eng)2017 Q1 Facebook & Instagram Trends(eng)
2017 Q1 Facebook & Instagram Trends(eng)
Wisebirds
?
Digital Media Trends 2016 (eng)
Digital Media Trends 2016 (eng)Digital Media Trends 2016 (eng)
Digital Media Trends 2016 (eng)
Wisebirds
?
Telling stories across platforms
Telling stories across platformsTelling stories across platforms
Telling stories across platforms
Brandon Edwards
?
Adwords marketing
Adwords marketingAdwords marketing
Adwords marketing
AneenaBinoy2
?
Vodafone blog case study - The story so far
Vodafone blog case study - The story so farVodafone blog case study - The story so far
Vodafone blog case study - The story so far
James Beechinor-Collins
?
The Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video AdsThe Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video Ads
Julius Trujillo
?
Video Marketing Ecosystem
Video Marketing EcosystemVideo Marketing Ecosystem
Video Marketing Ecosystem
Rachel Foster
?
Targeting Tribes Through Tech
Targeting Tribes Through TechTargeting Tribes Through Tech
Targeting Tribes Through Tech
IPG Mediabrands
?
Digital advertisement
Digital advertisementDigital advertisement
Digital advertisement
P&CO
?
Internet reputation & Marketing
Internet reputation & MarketingInternet reputation & Marketing
Internet reputation & Marketing
Appin Delhi
?
Social Media Advertising Works: Here's Why
Social Media Advertising Works: Here's WhySocial Media Advertising Works: Here's Why
Social Media Advertising Works: Here's Why
Mohamed Mahdy
?

What's hot (20)

The Brand Marketer's Guide to In-Image Advertising
The Brand Marketer's Guide to In-Image AdvertisingThe Brand Marketer's Guide to In-Image Advertising
The Brand Marketer's Guide to In-Image Advertising
?
Cake & Socialyse January 2016 Facebook Updates
Cake & Socialyse January 2016 Facebook UpdatesCake & Socialyse January 2016 Facebook Updates
Cake & Socialyse January 2016 Facebook Updates
?
2016 Q1 Facebook & Instagram Trends(eng)
2016 Q1 Facebook & Instagram Trends(eng)2016 Q1 Facebook & Instagram Trends(eng)
2016 Q1 Facebook & Instagram Trends(eng)
?
Incentivised Mobile Ad Networks List
Incentivised Mobile Ad Networks ListIncentivised Mobile Ad Networks List
Incentivised Mobile Ad Networks List
?
How to Buy App Install Ads on Google
How to Buy App Install Ads on GoogleHow to Buy App Install Ads on Google
How to Buy App Install Ads on Google
?
2015 social ads at a glance(eng)
2015 social ads at a glance(eng)2015 social ads at a glance(eng)
2015 social ads at a glance(eng)
?
9 Things I've Learned About Content While Running A Content Agency
9 Things I've Learned About Content While Running A Content Agency9 Things I've Learned About Content While Running A Content Agency
9 Things I've Learned About Content While Running A Content Agency
?
Getting Right With Your Community
Getting Right With Your CommunityGetting Right With Your Community
Getting Right With Your Community
?
07
0707
07
?
2017 Q1 Facebook & Instagram Trends(eng)
2017 Q1 Facebook & Instagram Trends(eng)2017 Q1 Facebook & Instagram Trends(eng)
2017 Q1 Facebook & Instagram Trends(eng)
?
Digital Media Trends 2016 (eng)
Digital Media Trends 2016 (eng)Digital Media Trends 2016 (eng)
Digital Media Trends 2016 (eng)
?
Telling stories across platforms
Telling stories across platformsTelling stories across platforms
Telling stories across platforms
?
Adwords marketing
Adwords marketingAdwords marketing
Adwords marketing
?
Vodafone blog case study - The story so far
Vodafone blog case study - The story so farVodafone blog case study - The story so far
Vodafone blog case study - The story so far
?
The Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video AdsThe Brand Value Of Rich Media And Video Ads
The Brand Value Of Rich Media And Video Ads
?
Video Marketing Ecosystem
Video Marketing EcosystemVideo Marketing Ecosystem
Video Marketing Ecosystem
?
Targeting Tribes Through Tech
Targeting Tribes Through TechTargeting Tribes Through Tech
Targeting Tribes Through Tech
?
Digital advertisement
Digital advertisementDigital advertisement
Digital advertisement
?
Internet reputation & Marketing
Internet reputation & MarketingInternet reputation & Marketing
Internet reputation & Marketing
?
Social Media Advertising Works: Here's Why
Social Media Advertising Works: Here's WhySocial Media Advertising Works: Here's Why
Social Media Advertising Works: Here's Why
?

Similar to Startup Outlook: Issue 3, July2012

Solve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White PaperSolve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White Paper
Kwesi Joseph
?
The Startup Outlook - Issue 2 - Presented by 360iU
The Startup Outlook - Issue 2 - Presented by 360iUThe Startup Outlook - Issue 2 - Presented by 360iU
The Startup Outlook - Issue 2 - Presented by 360iU
360i
?
Startup Outlook: Issue 4, August 2012
Startup Outlook: Issue 4, August 2012Startup Outlook: Issue 4, August 2012
Startup Outlook: Issue 4, August 2012
360i
?
Brands as Publishers.pdf
Brands as Publishers.pdfBrands as Publishers.pdf
Brands as Publishers.pdf
ssuser1cd0ea
?
Social Media Syndication – Amplify Your Brand and Generate Leads
Social Media Syndication – Amplify Your Brand and Generate LeadsSocial Media Syndication – Amplify Your Brand and Generate Leads
Social Media Syndication – Amplify Your Brand and Generate Leads
ZINFI Technologies, Inc.
?
Brands as Publishers.
Brands as Publishers.Brands as Publishers.
Brands as Publishers.
Huge
?
How to Use Multi-Channel Marketing to Create Brand Leverage
How to Use Multi-Channel Marketing to Create Brand LeverageHow to Use Multi-Channel Marketing to Create Brand Leverage
How to Use Multi-Channel Marketing to Create Brand Leverage
diamondleadership
?
MultiChannel Marketing eBook
MultiChannel Marketing eBookMultiChannel Marketing eBook
MultiChannel Marketing eBook
Go BellaVita
?
CONTENT MARKETING
CONTENT MARKETINGCONTENT MARKETING
CONTENT MARKETING
lakshmikrishnan61
?
Battle of PR 2016
Battle of PR 2016 Battle of PR 2016
Battle of PR 2016
Jeffry Anwar Sani
?
Noisemakerz
Noisemakerz Noisemakerz
Noisemakerz
Daniel Emeka
?
eBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIneBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIn
Jennifer Urbanski
?
4 types of Content
4 types of Content4 types of Content
4 types of Content
Ravi Singh
?
Linkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbookLinkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbook
MarketingTrips
?
Linkedin-brand-to-demand-playbook
Linkedin-brand-to-demand-playbookLinkedin-brand-to-demand-playbook
Linkedin-brand-to-demand-playbook
Social Samosa
?
Behavioral Targeting Webinar
Behavioral Targeting WebinarBehavioral Targeting Webinar
Behavioral Targeting Webinar
Remko Zuiderwijk
?
How to Acquire & Amplify Influencer Content
How to Acquire & Amplify Influencer ContentHow to Acquire & Amplify Influencer Content
How to Acquire & Amplify Influencer Content
Tinuiti
?
B2B Digital Marketing
B2B Digital MarketingB2B Digital Marketing
B2B Digital Marketing
Digital Vidya
?
15 Effective Social Media Strategies Should Be Following In 2023.pdf
15 Effective Social Media Strategies Should Be Following In 2023.pdf15 Effective Social Media Strategies Should Be Following In 2023.pdf
15 Effective Social Media Strategies Should Be Following In 2023.pdf
ShantnuSingh7
?
TEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverviewTEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverview
Digital Insights - Digital Marketing Agency
?

Similar to Startup Outlook: Issue 3, July2012 (20)

Solve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White PaperSolve Media-Native Advertising-White Paper
Solve Media-Native Advertising-White Paper
?
The Startup Outlook - Issue 2 - Presented by 360iU
The Startup Outlook - Issue 2 - Presented by 360iUThe Startup Outlook - Issue 2 - Presented by 360iU
The Startup Outlook - Issue 2 - Presented by 360iU
?
Startup Outlook: Issue 4, August 2012
Startup Outlook: Issue 4, August 2012Startup Outlook: Issue 4, August 2012
Startup Outlook: Issue 4, August 2012
?
Brands as Publishers.pdf
Brands as Publishers.pdfBrands as Publishers.pdf
Brands as Publishers.pdf
?
Social Media Syndication – Amplify Your Brand and Generate Leads
Social Media Syndication – Amplify Your Brand and Generate LeadsSocial Media Syndication – Amplify Your Brand and Generate Leads
Social Media Syndication – Amplify Your Brand and Generate Leads
?
Brands as Publishers.
Brands as Publishers.Brands as Publishers.
Brands as Publishers.
?
How to Use Multi-Channel Marketing to Create Brand Leverage
How to Use Multi-Channel Marketing to Create Brand LeverageHow to Use Multi-Channel Marketing to Create Brand Leverage
How to Use Multi-Channel Marketing to Create Brand Leverage
?
MultiChannel Marketing eBook
MultiChannel Marketing eBookMultiChannel Marketing eBook
MultiChannel Marketing eBook
?
CONTENT MARKETING
CONTENT MARKETINGCONTENT MARKETING
CONTENT MARKETING
?
Battle of PR 2016
Battle of PR 2016 Battle of PR 2016
Battle of PR 2016
?
Noisemakerz
Noisemakerz Noisemakerz
Noisemakerz
?
eBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIneBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIn
?
4 types of Content
4 types of Content4 types of Content
4 types of Content
?
Linkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbookLinkedin brand-to-demand-playbook
Linkedin brand-to-demand-playbook
?
Linkedin-brand-to-demand-playbook
Linkedin-brand-to-demand-playbookLinkedin-brand-to-demand-playbook
Linkedin-brand-to-demand-playbook
?
Behavioral Targeting Webinar
Behavioral Targeting WebinarBehavioral Targeting Webinar
Behavioral Targeting Webinar
?
How to Acquire & Amplify Influencer Content
How to Acquire & Amplify Influencer ContentHow to Acquire & Amplify Influencer Content
How to Acquire & Amplify Influencer Content
?
B2B Digital Marketing
B2B Digital MarketingB2B Digital Marketing
B2B Digital Marketing
?
15 Effective Social Media Strategies Should Be Following In 2023.pdf
15 Effective Social Media Strategies Should Be Following In 2023.pdf15 Effective Social Media Strategies Should Be Following In 2023.pdf
15 Effective Social Media Strategies Should Be Following In 2023.pdf
?
TEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverviewTEC-SYOB-OnlineMarketingOverview
TEC-SYOB-OnlineMarketingOverview
?

More from 360i

Smart Hardware Cheatsheet
Smart Hardware CheatsheetSmart Hardware Cheatsheet
Smart Hardware Cheatsheet
360i
?
The DEN Atlanta
The DEN AtlantaThe DEN Atlanta
The DEN Atlanta
360i
?
The DEN Chicago
The DEN ChicagoThe DEN Chicago
The DEN Chicago
360i
?
360i's Digital Education for Nonprofits (the den) Recap Report
360i's Digital Education for Nonprofits (the den) Recap Report360i's Digital Education for Nonprofits (the den) Recap Report
360i's Digital Education for Nonprofits (the den) Recap Report
360i
?
360i SXSW Interactive 2016 Roundup
360i SXSW Interactive 2016 Roundup 360i SXSW Interactive 2016 Roundup
360i SXSW Interactive 2016 Roundup
360i
?
360i SXSW Cheat-Sheet
360i SXSW Cheat-Sheet360i SXSW Cheat-Sheet
360i SXSW Cheat-Sheet
360i
?
Social Platform Cheat Sheet February 2016
Social Platform Cheat Sheet February 2016 Social Platform Cheat Sheet February 2016
Social Platform Cheat Sheet February 2016
360i
?
The 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the TrendThe 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the Trend
360i
?
Social platform cheat_sheet 4.0
Social platform cheat_sheet 4.0 Social platform cheat_sheet 4.0
Social platform cheat_sheet 4.0
360i
?
Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015
360i
?
Social platform cheat_sheet_august_2015
Social platform cheat_sheet_august_2015Social platform cheat_sheet_august_2015
Social platform cheat_sheet_august_2015
360i
?
Social platform cheat_sheet_may_2015
Social platform cheat_sheet_may_2015Social platform cheat_sheet_may_2015
Social platform cheat_sheet_may_2015
360i
?
2015 SXSW Interactive Recap
2015 SXSW Interactive Recap2015 SXSW Interactive Recap
2015 SXSW Interactive Recap
360i
?
360i SXSW Cheat-sheet
360i SXSW Cheat-sheet360i SXSW Cheat-sheet
360i SXSW Cheat-sheet
360i
?
360i's Branded Video Content Cheat-sheet
360i's Branded Video Content Cheat-sheet360i's Branded Video Content Cheat-sheet
360i's Branded Video Content Cheat-sheet
360i
?
360i's 2015 International CES Hot List
360i's 2015 International CES Hot List360i's 2015 International CES Hot List
360i's 2015 International CES Hot List
360i
?
Social Platform Cheat Sheet
Social Platform Cheat SheetSocial Platform Cheat Sheet
Social Platform Cheat Sheet
360i
?
Global Twitter Trends: Brazil
Global Twitter Trends: BrazilGlobal Twitter Trends: Brazil
Global Twitter Trends: Brazil
360i
?
360i Culture Slideware
360i Culture Slideware360i Culture Slideware
360i Culture Slideware360i
?
Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...
Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...
Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...
360i
?

More from 360i (20)

Smart Hardware Cheatsheet
Smart Hardware CheatsheetSmart Hardware Cheatsheet
Smart Hardware Cheatsheet
?
The DEN Atlanta
The DEN AtlantaThe DEN Atlanta
The DEN Atlanta
?
The DEN Chicago
The DEN ChicagoThe DEN Chicago
The DEN Chicago
?
360i's Digital Education for Nonprofits (the den) Recap Report
360i's Digital Education for Nonprofits (the den) Recap Report360i's Digital Education for Nonprofits (the den) Recap Report
360i's Digital Education for Nonprofits (the den) Recap Report
?
360i SXSW Interactive 2016 Roundup
360i SXSW Interactive 2016 Roundup 360i SXSW Interactive 2016 Roundup
360i SXSW Interactive 2016 Roundup
?
360i SXSW Cheat-Sheet
360i SXSW Cheat-Sheet360i SXSW Cheat-Sheet
360i SXSW Cheat-Sheet
?
Social Platform Cheat Sheet February 2016
Social Platform Cheat Sheet February 2016 Social Platform Cheat Sheet February 2016
Social Platform Cheat Sheet February 2016
?
The 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the TrendThe 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the Trend
?
Social platform cheat_sheet 4.0
Social platform cheat_sheet 4.0 Social platform cheat_sheet 4.0
Social platform cheat_sheet 4.0
?
Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015Marketing Leadership Playbook 2015
Marketing Leadership Playbook 2015
?
Social platform cheat_sheet_august_2015
Social platform cheat_sheet_august_2015Social platform cheat_sheet_august_2015
Social platform cheat_sheet_august_2015
?
Social platform cheat_sheet_may_2015
Social platform cheat_sheet_may_2015Social platform cheat_sheet_may_2015
Social platform cheat_sheet_may_2015
?
2015 SXSW Interactive Recap
2015 SXSW Interactive Recap2015 SXSW Interactive Recap
2015 SXSW Interactive Recap
?
360i SXSW Cheat-sheet
360i SXSW Cheat-sheet360i SXSW Cheat-sheet
360i SXSW Cheat-sheet
?
360i's Branded Video Content Cheat-sheet
360i's Branded Video Content Cheat-sheet360i's Branded Video Content Cheat-sheet
360i's Branded Video Content Cheat-sheet
?
360i's 2015 International CES Hot List
360i's 2015 International CES Hot List360i's 2015 International CES Hot List
360i's 2015 International CES Hot List
?
Social Platform Cheat Sheet
Social Platform Cheat SheetSocial Platform Cheat Sheet
Social Platform Cheat Sheet
?
Global Twitter Trends: Brazil
Global Twitter Trends: BrazilGlobal Twitter Trends: Brazil
Global Twitter Trends: Brazil
?
360i Culture Slideware
360i Culture Slideware360i Culture Slideware
360i Culture Slideware
?
Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...
Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...
Why Mariah Carey is a Better Brand Than You (or 5 Things Brands Can Learn fro...
?

Recently uploaded

June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
Ivanti
?
20240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 202420240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 2024
Matthew Sinclair
?
How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptxHow to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
danishmna97
?
UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6
DianaGray10
?
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
ssuserfac0301
?
Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)
Jakub Marek
?
Generating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and MilvusGenerating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and Milvus
Zilliz
?
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
?
Building Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and MilvusBuilding Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and Milvus
Zilliz
?
Skybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoptionSkybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoption
Tatiana Kojar
?
Introduction of Cybersecurity with OSS at Code Europe 2024
Introduction of Cybersecurity with OSS  at Code Europe 2024Introduction of Cybersecurity with OSS  at Code Europe 2024
Introduction of Cybersecurity with OSS at Code Europe 2024
Hiroshi SHIBATA
?
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
innovationoecd
?
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
Edge AI and Vision Alliance
?
Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
Zilliz
?
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
Mariano Tinti
?
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
shyamraj55
?
UI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentationUI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentation
Wouter Lemaire
?
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc
?
AI 101: An Introduction to the Basics and Impact of Artificial Intelligence
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceAI 101: An Introduction to the Basics and Impact of Artificial Intelligence
AI 101: An Introduction to the Basics and Impact of Artificial Intelligence
IndexBug
?
みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...
みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...
みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...
名前 です男
?

Recently uploaded (20)

June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
?
20240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 202420240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 2024
?
How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptxHow to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
?
UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6
?
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
?
Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)
?
Generating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and MilvusGenerating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and Milvus
?
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
?
Building Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and MilvusBuilding Production Ready Search Pipelines with Spark and Milvus
Building Production Ready Search Pipelines with Spark and Milvus
?
Skybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoptionSkybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoption
?
Introduction of Cybersecurity with OSS at Code Europe 2024
Introduction of Cybersecurity with OSS  at Code Europe 2024Introduction of Cybersecurity with OSS  at Code Europe 2024
Introduction of Cybersecurity with OSS at Code Europe 2024
?
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
?
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
?
Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
?
Mariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceXMariano G Tinti - Decoding SpaceX
Mariano G Tinti - Decoding SpaceX
?
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
?
UI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentationUI5 Controls simplified - UI5con2024 presentation
UI5 Controls simplified - UI5con2024 presentation
?
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy Survey
?
AI 101: An Introduction to the Basics and Impact of Artificial Intelligence
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceAI 101: An Introduction to the Basics and Impact of Artificial Intelligence
AI 101: An Introduction to the Basics and Impact of Artificial Intelligence
?
みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...
みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...
みなさんこんにちはこれ何文字まで入るの?40文字以下不可とか本当に意味わからないけどこれ限界文字数书いてないからマジでやばい文字数いけるんじゃないの?えこ...
?

Startup Outlook: Issue 3, July2012

  • 1. Presented By: Issue 3 - July 2012 Welcome to the third edition of Startup Outlook, 360i’s guide for how brands can better evaluate emerging technologies and platforms. This issue features five companies from the portfolio of Greycroft Partners, a venture capital firm investing in some of the world’s most notable digital media companies. To learn more about how Greycroft works with startups and how its companies connect with marketers, read our interview with Greycroft Co-Founder & Partner Ian Sigalow at the end of this report. If you have feedback, or if you represent a startup and want to be considered for a future edition, contact us at startup@360i.com. tweet this Meet the Startups Each Startup Outlook report measures five select companies against the evaluation criteria outlined in 360i’s Startup Scorecard. To suggest a startup for inclusion in future updates, contact us at startup@360i.com. StartupScorecard Here is 360i’s qualitative Startup Scorecard, presenting the four criteria to use when evaluating startups: Value: What consumer and brand needs does the Applicability: Which brands or verticals would ?nd technology facilitate? If a consumer application, why the startup most relevant? Even the hottest startups would consumers use this, and why would brands aren’t right for every brand. Some startups are more even consider participating? If the value is high for applicable for a certain season, campaign or goal. consumers, brands will want to ?nd a way to get involved. Prominence: How can the brand stand out and create Ingenuity: What is exciting right now? In some cases, its own experience? A rotating banner ad within a site a brand will seek out ingenuity because it’s looking to or application won’t give the brand a prominent hook, attract media attention and get recognized as an while sponsorships, white label offerings and product innovator. It’s also important to discern whether the integration will score high here. offering is truly unique, or if there are more established competitors with similar offerings that can better achieve a marketer’s goals. 1
  • 2. Adly www.adly.com ? Value: Adly provides a distribution channel where marketers can serve messages through people on Twitter with at least 150,000 followers. For instance, an advertiser can pay to have rap artist Snoop Dogg or television star Tori Spelling tweet branded messages on his or her behalf. Advertisers should consider this akin to a media buy, as marketers pay based on the reach of the promoters. Note that 360i does not advise buying into Adly’s messaging around calling these promoters “influencers,” as Adly should not be seen as a replacement for or component of an influencer marketing program. This is a pay-per-post model (sometimes called “sponsored conversations”), which may be effective in generating views and clicks – and perhaps even conversions. Still, it is far different from one-to-one outreach designed to generate earned media. Instead, the sponsored Adly posts are all labeled as ads, and they should be planned and bought as such. ? Applicability: Brand marketers will be most interested in Adly, but for the right sale or product launch, it’s possible to craft promotions that will generate direct revenue along with clicks. Adly will generally be used to generate awareness, interest, and engagement. Sample Adly placement by hip hop artist Snoop Dogg for Toyota. - adly.com ? Prominence: With Adly, ads take the form of a tweet, so the advertiser will be exclusive within a given post. Like any tweet, however, it will compete with all other Twitter activity viewed by a given user, including the increasingly frequent and prominent ads brokered through Twitter itself. ? Ingenuity: Adly is arguably the best known and most established business focusing on sponsored conversations through Twitter. There are others, such as Sponsored Tweets by Izea, which has celebrities like Paris Hilton and Mario Lopez, but also lower-reach promoters. Adly’s selectivity of promoters should make it a safer bet for large brands. 2
  • 3. Livefyre www.livefyre.com ? Value: Livefyre, which calls itself a “real-time conversation platform,” is a commenting engine for blogs and websites. Instead of simply allowing readers to comment on content, posts on sites using Livefyre will incorporate public comments people share through social networks like Facebook and Twitter, with comments updated in real-time. People can also tag their friends from their social networks within comments, and share comments back through their networks. The Livefyre conversation platform aggregates conversations across platforms in one central thread. - GigOM ? Applicability: Media and entertainment companies are Livefyre’s primary customers, but any brand creating content that incorporates comments could be interested. ? Prominence: The enhanced Livefyre Professional version, which would be the likely choice for any major brand (as opposed to the free version), allows for various forms of customization. For users though, all that matters is that it works, and it has an intuitive interface that enables people to easily comment using logins from other properties such as Facebook and Google. ? Ingenuity: There are many commenting platforms, with Disqus the closest competitor to Livefyre. The key differentiator for Livefyre is including live comments from social networks in line with other comments on the post. This in turn makes the site hosting such posts feel even more vibrant and current. 3
  • 4. Media Armor www.mediaarmor.com ? Value: Media Armor unifies data across channels, including mobile, online, email, in-store and catalogs. As such, consumers can then be reached through mobile display advertising that’s targeted to their profiles. This should appeal to marketers who have had a difficult time targeting their audiences through mobile channels and linking that activity to other online and offline behavior. ? Applicability: Media Armor’s solution holds broad applicability across advertisers. Campaigns can be run for both retention and acquisition goals. The key metric it focuses on is return on advertising spend (ROAS). ? Prominence: The goal for Media Armor will be scale, as media is bought on a CPM basis. In doing so, that means Media Armor will amass as much inventory as possible across a range of sources: direct publishers, supply-side platforms, ad networks and ad exchanges. Prominence thus is not the goal, though Media Armor does need to ensure its ads are noticed. ? Ingenuity: Media Armor is addressing a problem that marketers probably don’t think can be solved. There are other approaches emerging to identify consumers across channels, such as identifying various devices using the same WiFi network. Some of those approaches often come into conflict with marketers’ privacy standards, so it’s important for marketers to fully understand how such technologies handle personally identifiable information (PII). Pulse www.pulse.me ? Value: Pulse is a popular news reading application for mobile devices and tablets; it had 11 million users as of the start of the year and continues to grow rapidly. Pulse considers advertising just another form of content. On Pulse, news sources (generally from top publishers and blogs) appear in rows, and users scroll across the rows to read story thumbnails. Clicking a story opens it so that readers can access some or all of it within the app; some publishers direct readers to their sites to read the full story. Ads can appear like any other news story, with an initial thumbnail and headline that expands to richer content. Ads can be targeted to specific publishers. ? Applicability: The ads within Pulse tend to be a better fit for brand marketers, as the best performing ads will likely be those that readers consider a welcome addition to the editorial content. ? Prominence: Ads appear as part of the content stream, so the initial exposure is limited to the image and headline. From there, brands can create customized content that resembles other stories with text, images and video. Like other Pulse content, ads can also be shared on Facebook and Twitter, giving ads the potential for broader exposure. 4
  • 5. ? Ingenuity: There are other mobile news readers, but Pulse continues to win over fans with its intuitive design optimized for touchscreen devices. The big difference this year is that ads are now part of the content mix, with Pulse joining Facebook, Twitter, Tumblr and others in offering native formats rather than standard banner ad units. As targeting, planning and reporting offerings evolve, this should benefit both Pulse’s advertisers as well as its readers. Pulse interface showcasing content across a range of publishers. - Mashable uSamp www.usamp.com ? Value: uSamp is a technology-driven market research company that can deliver surveys to an online panel of up to 8 million respondents worldwide. It also powers Instant.ly, a self-service survey builder with on-demand panel access. Using Instant.ly, marketers can create polls that are shared with their own audiences, whether it’s emailing customers or sharing the link socially. Marketers can also pay for credits on the site to get instant answers from specific demographic and geographic targets. Responses can arrive within seconds. ? Applicability: Given that it’s a market research service, uSamp is used by a diverse array of brands spanning a wide range of verticals. ? Prominence: Brands run their own custom market research campaigns. While brands can add logos to surveys, marketers will often prefer to remain anonymous, and the value here is the research itself. ? Ingenuity: There are many online market research companies, including Google with its Consumer Surveys product. uSamp and Instant.ly aim to stand out with a combination of their ease of building surveys, speed of responses, detailed respondent information and reporting. There are inherent advantages with Instant.ly over Google, such as Instant.ly’s detailed panelist information rather than inferred data Google collects from cookies and IP addresses. At the very least, Instant.ly is a strong contender for market research needs as it is fast, robust and competitive on price. 5
  • 6. Point of view: Ian Sigalow, Co-Founder & Partner Greycroft LLC A venture capitalist since 2001, Ian has spent his entire career working with early stage technology companies. He currently oversees a number of Greycroft investments, including industry leaders such as Buddy Media, Collective, Extreme Reach and NimbleTV. We spoke with Ian to get his thoughts on today’s startup landscape. ? What excites you most about the startup space today? Mobility is the big trend today. You can have a full power PC with a dual core processor, touch screen (in any size you want), 4G Internet access, 250GB of storage and more – all for under $500. The ability to make both your computer and the Internet portable is quickly changing user behavior. ? How do you identify promise in the startups you ultimately include in your portfolio? What are the key attributes you look for? We are old fashioned and judge mostly on customer traction and revenues. The day a company becomes profitable is the day that you can sleep better at night. ? What advice do you give your portfolio companies when they’re seeking brand partnerships? What are some of the main challenges they have voiced in this process? I tell them to go direct to a handful of brands and build test cases, ROIs and whitepapers. It can take a long time to sell direct, but that is a rite of passage for all startups. The main challenge is that they will get have contact with agencies who ultimately want to own the vendor relationships, but that never works in the beginning. You have to be able to sell your own product before anyone else can sell it on your behalf. ? What’s a great example (or two) of a successful brand partnership with any of your portfolio companies? What were the keys to success in these partnerships? The two best cases are Buddy Media and Tagman. Buddy Media was able to win a competitive RFP process to get a master contract with Unilever and P&G, and then upsold individual brands over time. Tagman has had similar success with Virgin in the UK, which unlocked many large brands as well as other competing airlines. The key is having an enterprise grade services team capable of helping with implementation and support. There is an antiquated model of software in Silicon Valley that believes that all software should be self-service, which means it is sold into the enterprise and then the company moves on. That doesn’t work in the marketing software space. With the new software approach, the work starts after you win the deal. You have to build your company with a significant number of people dedicated to client success. 6
  • 7. ? What are the top media and technology trends that marketers and agencies should pay attention to? 1. Over the next decade I expect the CMO/CIO will purchase more software than the CTO. This is coming from a large shift in PR budgets and paid media spend into tools and technology. 2. Consumers are more knowledgeable now than ever before. As a brand there is always an incentive to maximize profit by cutting corners in product development or using less expensive components. Unfortunately, people know what is inside everything they buy today. You may have a reputation for quality, but it only takes one inferior product to get stuck in the penalty box for years. 3. The large agency holding companies need to diversify their revenue base away from paid media and into other forms of value added services. As media becomes 100 percent digital it also becomes significantly more complicated, which will favor smaller companies and tech-driven enterprises. Sign up to receive monthly Startup Outlook updates at www.startupoutlook.com. If you represent a startup and would like to be considered for a future report, please contact startup@360i.com. 360i.com/insights blog.360i.com twitter.com/360i editor@360i.com ? 2012 360i LLC. All Rights Reserved 7
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news
news